(1) Nivea was established in 1882 in Germany as a manufacturer of medical plasters and introduced its first skin care cream in 1911. (2) As the market leader, Nivea sets prices that competitors will follow or undercut. (3) Nivea gathers consumer feedback directly, through research companies, and by testing products with consumers to implement market research into its products.

1. A MARKETING
INSIGHT

2. INTRODUCTION
 Established – 1882
 Founder – Paul C Beiersdorf
 Established as a manufacturer for medical plasters
 First skin care cream in 1911
 Nivea derived from Latin word nivis
 Nivis means snow white

3. NIVEA TALES

9. PRICE
Nivea is market leader so the
company sets the price that
competitors will either follow
or undercut

10. PRODUCT
Nivea implements it’s market
research efforts with
consumers in three different
ways
 Feedback from the
consumers directly
 Gathers data from various
research companies
 Product testing activities
with consumers

11. PLACE
 Nivea distributes the product through the cost effective
outlets that are also able to reach the largest possible
amount of customers.
 Nivea also don’t distributes through it’s online platform as
the cost of delivering small orders will be impractical .

12. PROMOTION
 Nivea believes in
communicating directly
with the consumers
 Nivea distributes the
product samples and take
feedbacks from their
customers directly

13. What were the key steps in maintaining Nivea's leading position in
the global facial market ?

14.  Nivea applies the
principle of point of
difference.
 Nivea continuously
changes it’s core
values with
constant product
innovation.
 Nivea focuses
heavily on the
research and comes
out with new
products to cater
the needs of
customer .

16. What is Nivea’s strategy in respecting cultural diversity while
Pursuing global brand strategy ?

17. Nivea started marketing
products locally –
 Fairness creams in south
Asia .
 Local fragrances in middle
east.

18. Discuss Nivea’s future . What should Beiersdorf do next with its
product line ? Where is the future growth for the brand ?

19.  Nivea should
Invest in the
market of Hair
care products
and saloons
 Nivea should
increase the
depth of it’s
product for men

20.  Introduction
 History
 Core values
 Umbrella brand
 Marketing strategy
 Market Segmentation
 Marketing mix
 Question and Answers

21. Submitted by –
ASHISH CHAUHAN
National Institute of Technology , Jalandhar
Marketing internship under prof. Sameer Mathur